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ADII PIENAAR’s background has always been as a bootstrapped founder, having launched, among other businesses and initiatives, the e-commerce platform WooCommerce (at least the second largest e-commerce platform globally after Shopify) in 2007, and email marketing platform Conversio in 2014, which was recently acquired by Campaign Monitor.

A native of South Africa, Adii lives in the Winelands of Cape Town with his wife, Jeanne, and their two children.

Life Profitability is Adii’s fourth book.